W Hotels Worldwide has made a name for itself taking the latter approach. The fashion-oriented brand has appointed international supermodel and television host Joan Smalls to the freshly created position of Global Fashion Innovator, in effort to help the company find what’s new and next, says Anthony Ingham, Global Brand Leader, W Hotels Worldwide.

“The Global fashion Innovator position developed as a natural, next step for W Hotels. Since our brand’s inception, W has been synonymous with fashion; from our collaborations with legends like Jeremy Scott and Diane von Furstenberg, to our standing partnership with the CFDA (Fashion Incubator) program, we are always looking for what is new and next. The newly created position is an opportunity for a fashion icon like Joan Smalls to help the brand innovate further in the fashion space,” says Ingham.

Seeking someone who wasn’t afraid to shake things up, W chose Smalls since, “She loves doing things that haven’t been done before, and is always up for a challenge. She has made a name for herself as a supermodel, television host and philanthropist because of her intense passion for her work. We knew her personal drive was a match for the brand’s forward-thinking new/next mindset. As a supermodel and international cover girl, Joan knows travel, too. It was immediately a great fit and we’re excited for all that she has in store,” says Ingham.

In her new role, Smalls will make special appearances at some of the W’s properties, like W Goa, which she visited in March. “Joan will help us develop exclusive in-room and digital content and her discerning eye. She’s already offered guests an Insider Guide to Goa with personal recommendations for her favorite spots in the destination – you can find that on the brand’s digital platform, The Angle. W guests are constantly seeking authentic experiences, and who better to provide advice than a seasoned traveler like Joan? We hope to embed some of her personal taste and expert fashion sense into many aspects of our hotels, content and events,” says Ingham.

With reports of a product collaboration with Ms. Smalls, Ingham wouldn’t elaborate, but says, “I can’t tell you too much at the moment, but we have a few fun surprises in store for 2017.”